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Earth Day

🌍 Celebrating Earth Day: Our Commitment to Sustainability at 34.4° 🌿 Hello 34.4° Supporters! At 34.4°, social and environmental sustainability are core values we hold dear. As a small business with a big social conscience, we're dedicated to making a positive impact on the environment. This Earth Day, we're thrilled to share the projects and initiatives we're working on to be a responsible and eco-conscious brand. 🌟 Our Commitment to Conscious Consumerism We believe in promoting slow, mindful use of skincare products, which is why we test on friends, not animals, and why we encourage you to use one product for many purposes. Conscious consumerism is key to ensuring we take less from the planet's precious natural resources. 🐝 Supporting...

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Are you planning a winter holiday in the Sun?

🌞 We have some great Winter Sun Tips for you… What is SPF and What are the Different Forms of Sun Protection? It’s no secret that the sun and sunlight are good for people in many ways, but too much exposure can bring harm. Skin cancer is on the rise in the UK, with rates increasing faster than any other cancer in the country. Around 16,000 cases of melanoma are diagnosed every year, and by 2025, that number could reach nearly 20,000. These numbers may be frightening, but that doesn't mean you should constantly be afraid of going out and having a fun time on a sunny day. As long as you’re ensuring you’re shielded continuously in various ways, you can stay...

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We’re preparing for pop-up season!

We hope you have enjoyed your Summer months. It’s been quite a while since you heard from us so we’d like to remind you of our upcoming  Autumn Pop Ups!You know how much we *LOVE* meeting you and talking all things skincare, sustainability  and health !Elka is making her way up to John Lewis, Cambridge and will be there as of Tuesday 20th September until Sunday 25th September.After that Elka will be at…3rd October - 9th October - John Lewis, Nottingham Victoria Centre, 109 Milton Street, Notts, NG1 3QA28th November - 4th December - John Lewis, Glasgow Buchanan Galleries, Glasgow, G1 2GFPlease come and say hello if you’re in the area!  We need you… You may already know, we are a tiny Community Interest Company (also known as ‘C.I.C.’) and we’re...

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Gut Health and Skincare

Now let's start talking about the gut microbiome and how it is linked to the skin. It's a fascinating subject with new studies coming out all the time. The fabulous news is, that, if you have skin issues, there is a lot you can change by simply tweaking your diet and using scent-free and water-free products... and possibly even showering less. In future posts, I will elucidate on the use of pre and probiotics and how stimulating the growth of gut bacteria DIRECTLY affects the recovery from skin conditions such as eczema, psoriasis and acne. We have both a gut and a skin microbiome that consist of billions of microbes, all living on or in our bodies. When they are...

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Why Choose Natural Skin Care?

Let’s begin with the most obvious. Our skin is the largest organ of the body. Its job is to protect us from environmental impact and to do so effectively it needs to be well-nourished and flexible. What goes onto our skin also goes into our bodies (By the same token: what goes into our bodies affects our skin) Skin is porous and absorbs substances we apply to it. These may enter our bloodstream, and affect the entire body. Natural ingredients have a long history of efficacy, and are, on the whole, safer than many of the synthetic ingredients used in numerous conventional cosmetics. Efficacy Since many natural ingredients have been used for thousands of years, we may assume their efficacy...

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